comScore announced that it will offer free viewability measurement to clients across global markets. comScore Viewability is a baseline offering that allows digital media buyers and sellers to measure viewability rates across display, video, and mobile inventory. This initiative promotes trust and transparency in digital advertising and improves cross-media comparability.

Viewability is an increasingly expected part of advertising verification, but can consume measurement budgets and displace other important campaign metrics. As a result, ad effectiveness is often gauged by viewability metrics alone, even though these speak only to whether or not an ad impression is seen and not whether it made an impact.

By enabling media buyers and sellers to measure viewability at no cost, comScore Viewability increases clients’ ability to focus on deeper performance metrics, such as reach within geographic and demographic targets and lift in brand awareness, purchase intent, visitation or product sales.

“Viewability is critical, but for too long it has dominated industry discussion at the expense of other metrics that also really matter,” said Dan Hess, executive vice president of products at comScore. “We think it’s time to make viewability a table stake for digital advertising, and move the market forward to a broader realm of more meaningful ad measurement across platforms.”